When content contains images, it receives 94% more views–94 percent! That’s powerful, undeniable proof that visual content is effective in helping brands tell their stories. But visual content, like any other marketing asset, is not a one-and-done task. When is the last time you invested in new photography for your brand? Here are a few telltale signs it may be time to upgrade your visual content.
You’ve gone stagnant with social media engagement.
If you’ve noticed a decline in engagement happening on your social media profiles, you may be wondering what steps you can take to encourage your social media communities to engage with your content and stay connected with your brand. Truthfully, there are many factors at play that affect the success of your social media content, but your visuals play a huge role. Did you know that tweets with images receive 150% more retweets than tweets without images, and Facebook posts with images see 2.3 times more engagement than those without images? It’s true – social media users expect to be engaged visually, and if your photography and design assets aren’t up to par, your engagement results may suffer. Consider investing in new recipe and lifestyle photography to improve results from social media communities. You’ll strike a chord with the 40% of foodies that learn about food from websites, apps, social media, or blogs.
Your social media ads aren’t performing as well.
Beyond the way shoppers prefer to consume content on social media, the platforms themselves have preferences on what kind of content they want to see. In general, social media ads that are highly visual perform better in terms of reach and cost per result than posts without visuals. In fact, Facebook will not allow advertisers to boost posts with images that are more than 20% text. Furthermore, most social media ads are set with horizontal specifications. If you don’t have a high quality, engaging photo that is optimized for social media advertising, you may be paying more per result than other advertisers who are well equipped with visual content.
You can’t find a recent product photo when you need one.
Have you ever been approached by a consumer or trade media outlet with an opportunity for a story and been asked for product photos with little turnaround time? Maybe you’ve been approached by a retailer that needs a high quality product photo for their next weekly ad, leaving you scrambling to find a photo that is high resolution and up to date. Don’t miss out on big opportunities because you don’t have high quality visual assets on hand. Instead, plan ahead and build up a robust library of visual content to have on hand at a moment’s notice.
Your website isn’t converting.
Your website is one of the most powerful tools you have for communicating your brand’s story and encouraging shoppers to prefer your products over the competition. But if you’re seeing high bounce rates and poor performance from your website, it may be time to upgrade your visual content. Studies show that 90% of information transmitted to the brain is visual – so if you’re looking to get your point across quickly in order to retain and engage your website visitors, a photo, video, or other visual element is the way to go.
Your photos are outdated.
Have you recently changed your logo or updated your packaging? Maybe you’ve introduced a new product. Or perhaps you can’t seem to find photos to share on social media or on your website that don’t appear to have been taken in 2004. Visual content is a clear indicator of your commitment to innovating – and if your visual content looks outdated, it will give the impression that the rest of your marketing efforts are outdated as well. We recommend keeping your visual content fresh by planning photoshoots on a quarterly basis, helping you maintain consistency and keeping your brand from looking stagnant.
We get it – upgrading your visual content can be overwhelming. But if you invest in high quality content and strategize to make the most out of it, you’ll reap the rewards across all of your marketing touchpoints. Need help getting started? Take a look at our visual content portfolio and let us know your needs!